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Rethinking a Gospel of the Web

Steven P. Jobs of Apple, which has tight control over the approval of iPhone applications — and how they're sold.Credit
Justin Sullivan/Getty Images

FOR about a decade now, ever since it became clear that the jungle of the World Wide Web would triumph over the walled gardens of CompuServe, AOL and MSN, a general consensus has solidified among the otherwise fractious population of People Who Think Big Thoughts About the Internet.

That unifying creed is this: Open platforms promote innovation and diversity more effectively than proprietary ones.

In the words of one of the Web’s brightest theorists, Jonathan Zittrain of Harvard, the Web displays the “generative” power of a platform where you don’t have to ask permission to create and share new ideas. If you want democratic media, where small, innovative start-ups can compete with giant multinationals, open platforms are the way to go.

I’ve long considered myself a believer in this gospel and have probably written a hundred pages of book chapters, essays and blog posts spreading the word. Believing in open platforms is not simple techno-utopianism. Open platforms come with undeniable costs. The Web is rife with pornography and vitriol for the very same reasons it’s so consistently ingenious. It’s not that the Web is perfect, by any means, but as an engine of innovation and democratization, its supremacy has been undeniable.

Over the last two years, however, that story has grown far more complicated, thanks to the runaway success of the iPhone (and now iPad) developers platform — known as the App Store to consumers.

The App Store must rank among the most carefully policed software platforms in history. Every single application has to be approved by Apple before it can be offered to consumers, and all software purchases are routed through Apple’s cash register. Most of the development tools are created inside Apple, in conditions of C.I.A.-level secrecy. Next to the iPhone platform, Microsoft’s Windows platform looks like a Berkeley commune from the late 60s.

And yet, by just about any measure, the iPhone software platform has been, out of the gate, the most innovative in the history of computing. More than 150,000 applications have been created for it in less than two years, transforming the iPhone into an e-book reader, a flight control deck, a musical instrument, a physician’s companion, a dictation device and countless other things that were impossible just 24 months ago.

Perhaps more impressively, the iPhone has been a boon for small developers. As of now, more than half the top-grossing iPad apps were created by small shops.

Those of us who have championed open platforms cannot ignore these facts. It’s conceivable that, had Apple loosened the restrictions surrounding the App Store, the iPhone ecosystem would have been even more innovative, even more democratic. But I suspect that this view is too simplistic. The more complicated reality is that the closed architecture of the iPhone platform has contributed to its generativity in important ways.

The decision to route all purchases through a single payment mechanism makes great sense for Apple, which takes 30 percent of all sales, but it has also helped nurture the ecosystem by making it easier for consumers to buy small apps impulsively with one-click ordering. People don’t want to thumb-type credit card information into their phones each time they download a game to distract the kids during a long drive in the car. One-click purchase also supports lightweight, inexpensive apps, the revenue from which can support small software teams.

Consumers are also willing to experiment with new apps because they know that they have been screened for viruses, malware and other stability problems as part of the App Store’s approval process.

The fact that the iPhone platform runs exclusively on Apple hardware helps developers innovate, because it means they have a finite number of hardware configurations to surmount. Developers building apps for, say, Windows Mobile have to create programs that work on hundreds of different devices, each with its own set of hardware features. But a developer who wants to build a game that uses an accelerometer for control, for example, knows that every iPhone OS device in the world contains an accelerometer.

The maniacal attention to detail and usability in Apple’s consumer products also applies to its software development platforms. However much developers might complain about the torturous app approval process or the sharing of revenue, most will tell you that the iPhone development tools are a delight.

Apple took a lot of heat waiting a year after the introduction of the first-generation iPhone to open the App Store. At the time, it contended that it wanted to ensure that the development tools it shipped met its standards. The success of the App Store suggests that this patience was well worth it.

None of which is to suggest that the iPhone/iPad ecosystem couldn’t benefit from a little more openness. Apple should stop blocking apps that compete with the iPhone’s default apps — e-mail clients, for instance — as this is the one area where innovation has truly suffered.

Of course, innovation and democratization are not the only reasons to champion open platforms. Given the current size of the iPhone’s installed base, as well as the projections for the iPad’s adoption, it is troubling that one company can single-handedly veto any new application on a whim.

Apple could certainly quiet a lot of its critics by creating some kind of side door that enables developers to bypass the App Store if they wish. An overwhelming majority of developers and consumers would continue to use the store, retaining all the benefits of that closed system, but a secondary market could develop where more experimental ideas could flourish.

But whatever Apple chooses to do with its platform in the coming years, it has made one thing clear: sometimes, if you get the conditions right, a walled garden can turn into a rain forest.

Steven Johnson is an author and entrepreneur. His new book, “Where Good Ideas Come From: The Natural History of Innovation,” will be published in October.

A version of this article appears in print on April 11, 2010, on page BU1 of the New York edition with the headline: Rethinking A Gospel Of the Web. Order Reprints|Today's Paper|Subscribe